Brahma: #MADHAWK (#GAVIAOLOUCO)

Credits & Description:

Advertiser: AMBEV
Agency: AFRICA
Category: Social Media & Viral Marketing
Advertising campaign: #MADHAWK (#GAVIAOLOUCO)
Illustration: (Zombie)
Client Services Team: Ana Luiza Leite (Africa)
Planning Team: Daniel Prestes (Africa)
Media Team: Flavio Franco (Africa)
Client Services Team: Jose Eduardo (Africa)
Client Services Team: Ricardo (Africa)
Client Services Team: Ricardo Kalef (Africa)
Media Team: Luiz Fernando (Africa)
Client Services Team: Marcelo Passos (Africa)
Client Services Team: Marcio Santoro (Africa)
Media Team: Rodrigo Famelli (Africa)
Creative Director/Copywriter: Rodrigo Saavedra (Africa)
Planning Team: Ana Paula Cortat (Africa)
Media Team: Andrea Ro (Africa)
Art Director: Estefanio Holtz (Africa)
Art Director: Lucas Reis (Africa)
Media Team: Rafael Yunes (Africa)
Creative Director/Art Director: Vico Benevides (Africa)
Art Director: Bruno Costa (Africa)
Media Team: Elaine Vieira (Africa)
Planning Team: Felipe Santini (Africa)
CCO/Creative Director: Sergio Gordilho (Africa)

Client Brief Or Objective
Brahma, one of the top selling beers in Brazil started sponsoring Corinthians, a club with 30 million fans who call themselves band of mad men. The club qualified to play the World Clubs Tournament in Japan. Brahma saw this as an opportunity to make the millions of fans back home feel like they were part of it.

Execution
With a simple and low cost execution, Brahma created a strong emotional connection with Corinthians fans by letting them interact with their team. In doing so, Brahma gained credibility with the club's fan base.

Implementation
Corinthians have a hawk as their mascot. So, we came up with a somewhat simple solution: send a message to the team in Japan using their mascot. The first video, on Youtube and on Brahma's Facebook page, asked fans to write and submit their message to be delivered by the hawk. A day before the final against Chelsea we had the hawk delivered the message and recorded the event.

Outcome
In less than 4 days, the video was watched by more than 250,000 people. It was shared over 30,000 times on Facebook. More than 8,000 messages were sent and the hashtag #madhawk became a trend topic on Twitter. Finally, Corinthians succeeded in winning the World Clubs Championship. Perhaps due to the emotional support of the fans and the hawk.